글로벌기업의 문화서비스가 소비자의 상표태도와 구매의도에 미치는 영향

• 발행기관: 한국통상정보학회
• 저자명: 유호종(Ho-Jong You)
• 간행물 정보: 『통상정보연구』제12권 제3호, 291~310쪽, 전체 20쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

This research analyzes how the visual merchandising(hereafter VMD) of the consumers on the cultural services of global K company affect their brand attitudes and how the brand attitudes influence their purchase intension. In particular, by utilizing the multiple regression analysis method which tested the hypotheses of this study, it was proved that their attitudes of VMD factors proposed in this research positively influenced on the brand attitudes, and that their brand attitudes had considerable impact on the purchase intention and also it had close relationships with the intention. In the result of analysis, the consumers’ attitudes of VMD factors has a direct and indirect effects on their brand attitudes and purchase intention. Therefore, this result in the practical aspect could give some valuable implication for the marketers who are trying to find out how to retain its consumers on the market managing.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 분석 결과

Ⅴ. 결론 및 시사점

참고문헌

Abstract

키워드

Visual merchandising(VMD) VMD attitudes Brand attitudes Purchase intention